Athens and the broader Attica region are consolidating their position on the international tourism map as a highly attractive destination, though their growth potential is hampered by the lag in public infrastructure and urban environment management.
According to the findings of the annual survey by local tourism stakeholders, “On Attica Visitor Satisfaction” for 2025, there is an imbalance recorded between the high quality of private services and the lowest satisfaction with the public areas.
While culture is evaluated as the city’s strongest asset with the top mark of 9.2, the indicators regarding public cleanliness and the state of the atmosphere are at just 6.6. Noise situation (6.4), as well as squares and sidewalks (6.8), also fare low. Public transport and green spaces are rated at 7.4, consistently remaining among the weakest parameters of the Athenian experience. This contrast highlights that, despite the strong cultural identity, the quality of public space continues to fall short of the expectations created by the destination.
The survey, presented on Tuesday, is based on a questionnaire completed by guests both in hotels and upon departure from Athens airport.
In the hotel market, in 2025 the average room rate (ADR) increased by 2.5%, with the greatest improvement being in the winter season, where occupancy increased by 5.3% and the average rate by 5.4%. However, in April-October, occupancy dropped 1.2%, revealing signs of market saturation. Athens ranks second in occupancy in the Mediterranean, but remains weaker in pricing, especially compared to Rome.
